How Important Is the Name of the Company for Its Success?

How Important Is the Name of the Company for Its Success?

How Important Is the Name of the Company for Its Success?

The name of the company may seem like a factor of secondary importance to some people. However, they forget about the avalanche of emotions and images that hit us when we merely hear the word “Apple”, “Google” or “Starbucks”. If customers are to talk and interact with a brand, they have to know what name it goes by. Therefore, the immense power of the brand should never be underestimated. In fact, it must be recognized for what it is: The driving force behind business greatness.

Making a name for yourself

Getting the name right is absolutely crucial. First impressions are extremely important in both life and business. A name is, of course, that first element that customers encounter and interact with. Hence, brands can leverage it to make an immediate impact and grab attention. Nailing this aspect will allow you to gain traction quickly and boost the exposure in a crowded market.

In a sense, a business name is much more than what the term suggests. Namely, it is the epitome of business identity, its defining characteristic. It is the headline in every chapter of a brand story. After all, it appears everywhere, from a landing page on the corporate website to the walls in the offices.

Consequently, business name plays a crucial role in brand’s growth and perception. It goes without saying that it must reflect the values the company stands for as well as the mission it pursues. In other words, the focus is on conveying the right message. The name is supposed to sum up everything the business stands for, which is not an easy task.

Slow but sure

Since a killer name acts as a mainspring of the process of attracting and retaining customers, you cannot simply produce it off the top of your head. It helps to take it slowly. Think about other aspects of your brand and strive to be consistent. For instance, imagine how it will look on a business card, next to a logo or on a billboard.

If you cannot come up with a stellar name, do not fret. The Internet is teeming with resources one can use to get some nice ideas and register business name. In general, names that are short and easy to spell are preferable. In addition, you should try to be unique as you want to set yourself apart from the competition. The best names are those that emphasize what makes your company one in a million.

Word up

Many argue that it is much better to opt for a creative name than a descriptive one. Yahoo does not mean anything, but it is one of the most recognizable brands. Oh, and speaking of which, do not overlook the online presence. It pays off to check the availability of a particular domain name. Note that it does not have to equal your business name, but it should at least echo it.

Finally, bear in mind that the name is not, by any means, the guarantee of success. It is an important first step, but the journey to the Promised Land involves many more steps.A clever marketing must work its magic to generate buzz, attain media coverage and spread the word far and wide. You better polish that crown jewel of your business and achieve dazzling success in the market.

Long story short

The name is a brief summary of who you are and what you do. It speaks volumes about your business and prompts customers to choose you over your competition. There is no better or simpler way to wow the audience and build meaningful, long-lasting relations with it. So, depending on the time and effort you invest in it, name will be a self-fulfilling prophecy of triumph, or an omen of doom.

Dan Radak is a marketing professional with ten years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and regular contributor to Technivorz.


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